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This paper expands the common definition of gentrification by adding the motivation for gentrification into the debate. It suggests that while scholarship regularly ascribes economic intentions for gentrification this is not always the case. Ideological agendas are similarly powerful force for gentrification and can lead to similar outcomes. The paper introduces this ideological model, focusing on its effect on the actors involved and their tactics. Using the East Jerusalem urban renewal as a case study the paper compares and contrast the economic with the ideological model, expanding the common definition of what gentrification is.